Loop is theoretical brand that facilitates communication between businesses, clients, coworkers, and partners using VR technology.

Across two design department classes - branding and digital media - I developed Loop from concept to brand. Then I applied the brand in designing and coding a responsive website.  

We live in an age of rapid advances in tech, where twenty-somethings can still remember their family’s first computer. Now, even with constant connection to others, tech filters for our conversations can make us feel increasingly isolated. What if technology was utilized to promote interpersonal connection rather than escapism? 




Loop's concept has no direct competitors. In place of direct comparison, I analyzed two independent markets - virtual reality tech and project management software. I researched VR products on the market to gain an understanding of their strengths and weaknesses from the consumer perspective, then analyzed their visual identities to look for patterns. I found that VR products could be split into a few categories - mobile, desktop, and augmented reality. With mobile being the most accessible option, I decided that Loop's main product would be an app. Knowing this, I developed personas that illustrate different use cases for the app. 


Visual Market Research



Competitor Benchmarking



I used the concepts of connectivity and combining two disparate industries as the basis for my visual design decisions. Without much manipulation, I found the word "loop" could form Venn diagrams, knots - literal loops and connections. I broke the word down into its most basic circular forms and built the type back up around that to create a more unified design. Smooth, natural color interactions defined my palette. 

Logo process

Logo process

final logos




I went through multiple composition phases when translating my brand to a digital space. In terms of visual design, the comps began very busy and were then simplified to something more user friendly. I tried to remove any elements that didn't serve a purpose. Because the purpose of the website is to point the convince the user to download the app, each page points users towards either trying, buying, or learning about the strengths of Loop's product. User testing helped me identify which features were unneccesary and which visual elements were distracting. In the future I hope to expand the site to include more information about the company's background and the users' reception.


Web Style


Initial Comps


Refined Comps